Throughout the 18th century, Lyonnais silk manufacturing was constantly creating, adapting and transforming products in response to the evolution of fashion, which was both a profitable tool and a turbulent stream to harness. The male waistcoat is an excellent example of the difficult exercise in which merchant manufacturers engaged in order to secure their markets. Although not originally a specialty of the French city, the waistcoat eventually became a key item in Lyonnais production, selling very successfully in France and abroad. In this article, we analyse trade with Italy in order to explore in detail how the Lyonnais adapted to changes in fashion and used them to their advantage in order to stimulate consumption while navigating the challenges of a foreign market.
European University Institute, Italy
Musée de la Mode de la Ville de Paris, France
Chapter Title
Lyonnais silks «ad uttimo gusto»: the trade in fashionable waistcoats between France and Italy in the second half of the 18th century
Authors
Moïra Dato, Pascale Gorguet-Ballesteros
Language
English
DOI
10.36253/978-88-5518-565-3.12
Peer Reviewed
Publication Year
2022
Copyright Information
© 2022 Author(s)
Content License
Metadata License
Book Title
La moda come motore economico: innovazione di processo e prodotto, nuove strategie commerciali, comportamento dei consumatori / Fashion as an economic engine: process and product innovation, commercial strategies, consumer behavior
Editors
Giampiero Nigro
Peer Reviewed
Number of Pages
422
Publication Year
2022
Copyright Information
© 2022 Author(s)
Content License
Metadata License
Publisher Name
Firenze University Press
DOI
10.36253/978-88-5518-565-3
ISBN Print
978-88-5518-564-6
eISBN (pdf)
978-88-5518-565-3
eISBN (xml)
978-88-5518-566-0
Series Title
Datini Studies in Economic History
Series ISSN
2975-1241
Series E-ISSN
2975-1195